JMME
Window to the West
Grain Growers' Guide → The Country Guide
Technology
The early 20th century was modern technology’s debut, it would seem that everyday there was a new, modern convenience introduced designed to make farming easier. The telephone, radios, motor vehicles, and most importantly for rural readers: powered farming. As Canada industrialized, mass production was a focus for farmers. Machines that could enhance productivity and efficiency were desired.
1914
Cream Separator
Most farmers milked a few cows, usually by hand, and separated the milk. Some of the skimmed milk was consumed while the rest was used to feed calves and pigs. Enough cream was saved to make butter, and the excess was sold. A separator is a device that separates milk in to cream and skimmed milk by spinning it at various speeds and directions within two mechanisms. Before this type of machine was invented, this was done by leaving the milk sit for a period of time, then the cream was separated by hand using large wooden paddles, a gruelling process which took much energy and time.
Although expensive, the time and labour saved, as well as the income from extra food products produced made an enormous difference in the lives of farming women.
1935
This particular “Empire” brand indicates Canada’s ties to Great Britain and the advertisement seeks to emphasize Canada’s role in the Empire during the war. It is a subtle way to remind farmers of their important contributions to the war effort.
1923
Batteries
The popularity of batteries in the 1920s was due to radio’s use for them. Radio, the main entertainment of the day, relied on batteries for their power source. The marketing for the battery changes in The Country Guide, rather than being shown as a way to power your radio it is advertised as “the best ignition battery for gas engines and tractors”. Priorities were different for farmers in the west, practicality marketed products best.
This advertisement no longer focuses on brand, but rather reinforcing gender roles. The cream separator has now become associated with domestic duties and that was considered to be the woman's realm in a rural family.
1929
Automobiles
The rapidly growing automotive industry was producing new and better models each year to supply the increasing public demand. This ad claims this model has more style, more beauty, more leg room, more elbow room, and more head room. This ad is fairly interesting in the wording it uses. The word ‘more’ is quite interesting because it reinforces accumulation. People began to want more and more, using accumulation as an inclination to wealth. Quite ironically the stock market crash, which would follow later that year, would have different plans.